Healthcare is undergoing a transformation. Consumers want to make informed choices and take control of their lives, and pharma companies must be ready to meet their needs. This means building a new healthcare ecosystem that places the patient at its center, with the “person” fully engaged in his or her own healthcare. But with this move to person-centric healthcare, payers and providers are no longer the main decision makers. So what does this mean for today’s marketers? In this exclusive Social On Us webinar we discuss: - Where marketing is failing to address healthcare concerns - How “big data” is a change-driver for a new healthcare ecosystem - New opportunities for predictive and preventative medical intervention - Impact of digital healthcare on patient privacy

1. Thanks for joining us today!
The Webinar will begin shortly…

2. Hello!
Peter Fasano
Global Consulting Principal,
Digital Strategy
OgilvyRED
@PFasano
Ritesh Patel
EVP, Chief Digital Officer
Ogilvy CommonHealth
@ritters90

3. Marketing in the Age of
Person-centric Healthcare

4. 4
It all started with this

5. 5
For which we fielded a
survey
Methodology:
• Econsultancy fielded an online survey in September of 2015
• The survey closed on September 16th with a total of 150 qualified respondents.
• The sample reflects a range of industries within healthcare.
• Pharmaceuticals, medical devices and direct healthcare providers comprise the largest
subgroups.
• The study was aimed at midmarket to large organizations.
• The highest concentrations of respondents were at companies with over $1.5B, at 43%.
• All respondents were at manager level or above, with 27% in senior management.
• Over 90% of responses originated in North America or Western Europe/UK.

6. Some interesting
results

7. 7
Healthcare lags
21%
31%
34%
14%
19%
41%
36%
4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
We are leading the way
and are part of the digital
disruption in our sector
We are fast followers We are threatened by
disruptive forces in our
industry
We don’t see much
change in our sector
Thinking about how digital technology has disrupted your
industry, which statement best describes your
organization today?
Healthcare All Sectors (8/2014)
Healthcare moves at its own pace, even in the
digital realm. Respondents are significantly
more likely to report “no change” than their
peers from other sectors (14% vs 4%).
But for the majority that are under pressure to
evolve, more than one-third describe
themselves as “threatened by disruptive
forces.”
Where these companies fall on the spectrum
may well be a function of their relative
distance from the end consumer. Parts of
healthcare are uniquely insulated from some
aspects of the new, customer-centric physics
of today, at least for now.
But throughout these findings we’ll see that
gap narrowing, thanks both to external forces
and internal efforts.

8. 8
What will force innovation ?
Which of these do you think will have the most impact on healthcare
marketing in the next 24 months?
Figure 2 says two things very clearly. First, that
there are multiple stimuli encouraging
healthcare and healthcare marketing. Second, no
one trend dominates - there’s significant variation
within the sector.
Changing patient behavior is the best friend of
the digital marketer trying to drive innovation and
transformation. While it’s not an acute issue, it’s
pervasive and chronic, with three-fourths of
organizations citing its effects.
Some issues are of particular interest to one part of
the industry, but not another. The most striking
example is the shift to outcome-based payments,
which is only cited by 30% of respondents but is
the top issue for two-thirds of them, likely direct
HCPs .
21%
17%
12%
12%
26%
13%
5%
10%
14%
21%
14%
35%
4%
8%
14%
19%
18%
27%
30%
35%
40%
52%
58%
75%
0% 20% 40% 60% 80% 100%
The shift to outcome-based payments
The growth of connected devices including wearables
Rise of social media and peer contribution in the
decision making process for patients and HCPs
The availability of new sources of data about patient
behavior and treatment efficacy
The rise of the digital healthcare provider / changing
use of information sources for deciding on approaches
Changing patient behavior: use of mobile, using 3rd
party medical information, online research, etc.
First choice Second choice Third choice

9. 9
Data is the next frontier
9%
10%
12%
17%
23%
28%
22%
32%
36%
43%
47%
50%
50%
40%
30%
17%
18%
6%
8%
5%
0%
20%
40%
60%
80%
100%
Developing
policies
in
line
with
privacy
regula?on
for
gathering,
permissioning
and
using
it
correctly
Collec?ng/managing
very
high
volumes
of
data
securely
Developing
pa?ent
insight
from
exis?ng
data
sources
(CRM,
medical
databases,
etc.)
and
integra?ng
into
marke?ng
programs
Collec?ng/managing
very
high
volumes
of
data
quickly
Developing
pa?ent
insight
from
emerging
data
sources
(ie
wearables,
etc.)
and
integra?ng
into
marke?ng
programs
Thinking
about
pa?ent
data,
how
prepared
is
your
organiza?on
in
the
following?
Very
unprepared
Unprepared
Somewhat
prepared
Very
prepared
Figure 3 suggests that Healthcare is no
stranger to data, but using it quickly and
flexibly is a challenge.
Two-thirds of respondents say that they’re
unprepared to extract insights from
emerging data sources and another 44% are
no more comfortable with existing data
sources.
The industry’s strength is with volume. The
majority of companies say they’re well
prepared to deal with high data volumes.

10. So what does this
mean for Healthcare
Marketing in a
person-centric world

11. 11
Make your Content
Searchable
Content should be Searchable, Findable, Spreadable, Reusable and Mashable

12. 12
1 in 20 searches are healthcare related

13. 13
70%
SYMPTOMATI
C
To
figure
out
what
condi?on
they
might
have
before
seeing
a
doctor
52%
PRE-­‐
APPOINTMENT
To
understand
what
to
discuss
with
a
doctor
84%
POST-­‐DOC
To
learn
about
treatment
op?ons
a^er
receiving
an
ini?al
diagnosis
61%
CONSIDERATION
To
learn
about
Rx
treatment
choices
and
side
effects
64%
SWITCHING
To
research
alterna?ve
treatment
side
effects
online
when
thinking
about
switching
a
Rx
treatment
Pa?ents
turn
to
search
throughout
their
journey
source:
Manhaean
Research,
Google
Consumer
Study
2015
among
online
pa?ents

14. 14

15. 15
Patient Communities
Are Thriving
We are increasingly creating niches of “Likeminded” people gathering in online places
– Seeking advice from each other
– Helping each other
– Sharing experiences
15

16. 16
Because they enable
connections and defy
Isolation
Because of Online Health Communities, patients are no longer limited to
those in their immediate contact, they have access to others around the globe
with whom they can share experiences, fears, inspiration and information.

17. 17
Understand and
Support Them Across
the Patient Journey
MD & CARE TEAM
Diagnostic /
Treatment Support &
Information
FAMILY & FRIENDS
Support, Day to Day
Care
PHARMACEUTICAL
COMPANIES
Access to life saving
treatments &
medication support
OTHER
PATIENTS
Empathy
Information
Real World
Experience

18. 18
• The Most Proactive
– The most likely to seek out options for all aspects of the patient journey – treatment, how to
manage insurance challenges, how to find the best doctors
• The Most Vocal
– The most likely to talk with their doctor about treatment and challenge their doctor if they don’t
feel their treatment is working
• The Most Influential
– The most likely to share their
experiences with others
Why Patient
Communities Should
Matter to Pharma
• These are the patients that are the most proactive, vocal and influential in
finding solutions and the best treatment

19. 19
A Few are
Influencing
Thousands
10%
20%
70%
Unique Community Visitors Per
Month on MedHelp.org
• Women’s Health – 1,700,000
• Dermatology – 1,525,000
• Mental Health - 483,352
• Cancer - 282,562
• Allergy - 233,584
• Respiratory – 192,193
• Hepatitis C – 94,000
• Migraine & Headache – 99,000

20. 20
Engaging with
Patient Opinion
Leaders
Listen
Educate
Amplify

21. 21
Be Involved in the
Conversation
Understand the Impact the Patient Voice Has for Your Therapeutic Areas
and Become Active in the Conversation

22. Data and Healthcare

23. 23
Steve Jobs"
“"
”"
I think the biggest innovations of the twenty-
first century will be the intersection of biology
and technology. A new era is beginning."

24. 24
ResearchKit"HealthKit"

25. 25
ResearchKit"HealthKit"

26. 26
One profile architected
for delivering
ultrapersonalization
and maximizing
interoperability!
Health Profile"

27. 27
Frictionless Insights"
Patient-Provider
Connection"
Transparency"
Telehealth"
Patient Scheduling"
AskMD"
Health!
Trackers!
RealAge Test"
Programs"
Email
Engagement"
Dynamic Profile"
Personalized
Content"
Medical
Records"
Prescription Apps"
Brain Health"
ShareCare Health
Profile

28. 28

29. 29
Data-driven Dialogue"Health Profile"
5B !
Health data facts"
Dynamically delivered
based upon users’
interests and health
needs with topics
ranging from A-Z "

30. 30
Consumer Driven Data"
62.1M"total number of "
“opted-in” users"
950K+"new members added
each month"
HEARTBURN/"
DIGESTION"
10.3M!
HIGH
CHOLESTEROL"
6.1M!
BACK PAIN"
5.7M!
DIABETES"
5.6M!
ASTHMA"
4.9M!
CHRONIC PAIN"
2.4M!

31. 31
A Day in the Life"
Jennifer Cooper!
Nashville, TN - Diabetes Patient"
RealAge 46.8 (3.6 years older)"
7am" 11pm"Noon"
Wake up:!
8 hours
sleep!
Early
bedtime"
Missed
breakfast"
Bad traffic
during rush
hour"
Productive
Conference Call"
Healthy
snack"
Daily
weigh-in"
Unhealthy
lunch"
Moderately
healthy meal"
Take daily
vitamin D pill"
Stressful/
Intense meeting"
Stressful
Conference
Call"
Unhealthy
snack"
Phone call with
your spouse"
Social
discussion"
Extended period
of sitting"
Stressful
Conference call"
Personal call with
college friend"
Listened to
happy music"
5 mile run"
Uneasy
phone call"
Positive
meeting"
High blood
pressure
reading"

32. 32
Watson Health: A Cognitive System
Reads and Sees
Watson can read and
understand millions of
images & documents.
• Medical Texts
• Evidence-Based Guidelines
• Peer-reviewed Articles
• Clinical records
• Medical Image Data
Generates and Evaluates
• Watson searches, extracts candidate
recommendations scores and ranks decisions
Learns and Adapts
• Decisions being made by
leading Physicians feed the
engine
Interacts & Engages
• Understands and engages me
• Learns and improves over time
• Helps me discover
• Establishes trust
• Has endless capacity for insight
• Operates in a timely fashion
Enhance, scale, and accelerate expertise across the domains of
health and wellness, and facilitate collaboration across the
communities of care

33. 33
Solutions
Population Health
Management
Condition
Specific Care
Health
and Wellness
Social
Programs
Discovery
Solutions
Real World
Evidence
Individual
Social
Programs
Education
Governments
Home Health
Agencies
Practitioners
Hospitals
Therapists
Health
Plans
Family
Public Health
Medical Devices
and Diagnostics
Bio-Pharma
Employers
Payers
Data
Insights

34. 34
Population Health
Management
Identify care gaps and
deliver timely,
coordinated care
Social
Programs
Ensure that care
approaches address
individuals' social context
Real World
Evidence
Uncover health
interventions to inform
care approaches
Condition
Specific Care
Apply best care protocols
to manage chronic
conditions
Health
and Wellness
Empower individuals to
live healthier, more
productive lives
Discovery
Solutions
Accelerate research
and improve
treatments
...
Exogenous
data
Med device
Lab &
diag.
Clinical Genomic
Payments &
Claims
...
Terminology &
taxonomy
Published
texts
Scientific
journals
Medical
guidelines
Patient cohorts Disease progression
Risk
Factors
Population
Analytics
Adverse events Drug efficacy Comparative effectiveness
Pricing models
Provider segmentation
Sales deploymentMarketing effectivenessOff-label use
Patient-trial
Matching
Site Selection
Insights as a service delivered by Watson Health platform
Data and Knowledge Ingested by Watson health Platform

35. 35
• Content
– Searchable
– Findable
– Shareable
• Patients
– Communities
– Opinion leaders
• Data
– Mobile
– EHR
– Artificial Intelligence
Summary

36. 36
To check out the
conversation from the
summit
http://bit.ly/1Pvjx3F

37. Questions?
Ritesh Patel
EVP, Chief Digital Officer
Ogilvy CommonHealth
@ritters90
Peter Fasano
Global Consulting Principal,
Digital Strategy
OgilvyRED
@PFasano